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Building Your Brand for Success

Brand-Building-Jaffa

You’ve probably got a business name and a unique selling proposition (USP) that you use to set your product or service apart from your competition, but have you built your brand yet?

While establishing a name and USP can be done immediately, branding is much more of an evolutionary process. Before we talk about building your brand, let’s try to understand what it is. A business name and logo are clearly quantifiable. Your brand is less so. Advertising guru, David Ogilvy defined a brand as:

The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.

Other advertisers may define it a bit differently; however, branding is a culmination of factors. You can set the pricing for your product or service, but your reputation is earned and your history develops over time.

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